Redirects are instructions given to browsers and bots indicating that a webpage has moved to a new location. Implementing redirects correctly is crucial when restructuring a website, migrating to a new domain, or updating URLs. The data indicates that failing to properly manage redirects can result in lost link equity and potential penalties from search engines. This article details the types of redirects, best practices for implementation, and potential issues to avoid, based on available data.
Why Use Redirects?
Several scenarios necessitate the use of redirects. Restructuring a website, such as merging subfolders or moving content between subdomains, requires redirects to ensure accessibility. Website migrations, including domain changes or rebranding efforts, often involve mass redirects. Even switching from HTTP to HTTPS necessitates redirects across the entire site, although this is less common now. A study referenced indicates that approximately two-thirds of links to pages on the web disappear over a nine-year period, highlighting the importance of redirects to preserve link value when URLs change.
Types of Redirects
The primary distinction between redirects lies in whether they are permanent or temporary. The two most commonly used redirect types are 301 and 302 redirects. A 301 redirect signals a permanent move, transferring up to 90-99% of the original URL’s link equity to the new address. This makes it essential for domain migrations, content consolidation, and rebranding. A 302 redirect, conversely, indicates a temporary move. The source materials do not provide specific guidance on when a 302 redirect is more appropriate than a 301.
Google determines whether a redirect is treated as permanent or temporary. Server-side redirects are generally considered the safest to use.
Implementing Redirects Effectively
The data emphasizes the importance of setting up all redirects before a new site goes live. Failing to do so can lead search engines to identify the new domain as a duplicate of the old one, potentially resulting in penalties. Once redirects are in place, submitting the new site to Google’s index via Google Search Console allows the search engine to follow and understand the redirect structure.
Topical relevance is critical for effective redirects. Redirecting to a non-relevant page may not transfer link authority. The data consistently stresses the need to forward traffic to the closest, most relevant alternative to the original page. When consolidating content, redirects should funnel traffic into a single, authoritative URL.
Redirect Chains and Consolidation
Redirect chains occur when multiple redirects take place between a requested resource and its final destination. Googlebot follows up to 10 redirect hops, but shorter chains are preferable. The data suggests reassessing existing redirects to consolidate them and reduce potential chains. It is recommended to avoid more than two simultaneous redirects.
Sitemap Considerations
A sitemap should not include redirected content; it should only list the final, target URLs for each redirect. Regular evaluation of the sitemap is recommended, particularly if it is automatically generated by a content management system (CMS), to identify and remove redirects in favor of live URLs.
Identifying Redirect Opportunities
Ahrefs Site Explorer can be used to identify 404 (not found) errors, which often indicate missing redirects. The “Best by links” report, filtered for 404 responses, can reveal opportunities to reclaim lost link value by implementing redirects. A script is available to assist in matching redirects, though its use requires downloading and uploading files.
Ongoing Redirect Management
Redirects are not a “set it and forget it” task. Websites are constantly changing, and old redirects may need reevaluation. Temporary redirects may no longer be necessary and could be changed to permanent redirects to forward link equity. The data suggests regularly reviewing redirects to ensure they remain effective and aligned with the current website structure.
Conclusion
The available data underscores the importance of careful redirect management for maintaining SEO performance during website changes. Utilizing 301 redirects for permanent moves, prioritizing topical relevance, avoiding redirect chains, and regularly evaluating redirect structures are all critical components of a successful redirect strategy. Implementing redirects before a site launch and submitting the new site to Google Search Console are also key steps.